The concept is making a comeback with companies like Bajaj, Titan, Kingfisher, Nirma and Airtel using their old jingles enmeshed with new visuals.
So, is the concept likely to bring brand recognition for these firms?
Prasoon Joshi, executive chairman (India) and regional executive creative director (Asia Pacific), McCann-Erickson, says: "Today, the entertainment quotient in life has gone up. TV, films, online, ringtones, the options are endless. The shelf life of a campaign or an ad has gone down. The
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